Retail100

Retail100 consulting director and co-founder Anna Berry discusses how buyers can get the most out of trade shows

Best laid plans...

While planning may not be the most exciting topic, it’s absolutely vital when it comes to making the most of a trade show - and will pay dividends for both you and your suppliers.

Planning will allow you to make connections and discover new opportunities, which is the joy of any trade show. As American inventor and businessman Thomas Edison said: “Good fortune is what happens when opportunity meets with planning.”

Before you attend a show, prepare and plan ahead. Exhibitions now have comprehensive websites and apps to enhance this.

Early arrival at a show can be really helpful in catching suppliers - particularly if it’s a popular company that you have not made an appointment with. Late in the evening can also be useful when the day is winding down.

Do, however, contact key suppliers that you know you need to see and make appointments. Allow enough time - but not too long. Perhaps send an agenda of what you want to cover so they can prepare.

Don’t spend too much time with your current suppliers who you can see in the office. Do say hello though; shows are about connecting and building trust and relationships - and they may have something new that you didn’t know about.

If you have lots of categories to cover, plan each individually. Meet all the suppliers who cover each category in a block, so you have clear comparisons of what they offer. Plan your route covering the most critical categories first if possible; it helps to tick these off early on in the day.

Using a Google document (or a notebook) in advance can be incredibly helpful. Plot all your appointments in - leaving times for overruns - and then plan your route around the appointments. You can then add notes about the meetings, which means you have clear actions you can follow up on. And leave time for new suppliers (which is a key reason why many buyers attend shows).

Seeing products in real life all in one place is such an efficient way to look at market trends and innovation.This is particularly useful for new buyers, as it allows them to learn about a new market at pace. It also allows more established buyers to ensure enough newness to move ranges on.

Quite often, shows host Top Trend Showcases where new suppliers are grouped together, which is helpful. And look out for innovation awards, which will highlight new opportunities. Sustainability awards are also a key area of interest.

When you approach a stand, always introduce yourself and highlight what you are interested in. Offer a business card and listen to what the exhibitor has to offer.

A show is a learning opportunity, particularly if you are new to the category. It is absolutely worth talking to suppliers about what makes their product special. You will get a sense of the market, and sometimes, just having a conversation can crystallise that maybe that supplier is not right for you, and can help you focus on what you actually need.

If you’re interested in placing an order with a new supplier, be clear about what you want/need from them. What is the scale of the opportunity? A short company presentation is helpful, particularly if you are talking to a manufacturer or supplier from overseas.

Post-show, follow up with suppliers to move the conversation on at pace. This is as critical as pre-planning. Update your notes on meetings while they are fresh in your mind and follow up the next week. You will have left a business card and they will get in touch with you if there is some perceived value in it for them.

“A show is a learning opportunity”

Glenn Carstens-Peters on Unsplash

Follow-up close to the show is important, particularly as there may be time constraints for getting new products in, and the total buy needs to be managed. It will also highlight where there may be gaps that need to be sourced.

And make time to connect with other buyers and suppliers. If a more senior buyer in your organisation attended the exhibition, ask their advice on the most effective way to get value from the show.

Finally, it’s definitely worth attending some of the show’s networking events - whether a presentation by an industry speaker or an evening function. The benefits of meeting in real life cannot be overestimated.

A trade show can inspire you. It’s the perfect opportunity to build networks, learn about the industry, and make useful, often long-term friends and colleagues.

Anna Berry is a director and co-founder of Retail100 Consulting, which is a consultancy firm with 100 years of retail experience that helps retailers and brands grow. With more than 33 years of retail experience - both on the shop floor and in the head office - Anna was head of buying for gifts, cook and dine at John Lewis, with a team of more than 60 and sales of close to £400 million. She has also covered many buying categories in menswear, sport, fashion and beauty. A driven leader, Anna is strategically agile and known for her passion for people and product, with trust and mentoring at the heart of her leadership style. Email: hello@retail100consulting.co.uk Visit: www.retail100consulting.co.uk | www.linkedin.com/company/retail100-consulting